Home | CHANGE COUNTRY | CORPORATE ACCOUNT | Contact Us
 
 
Welcome to LBC Express Philippines
 
     
LBC’s Panata tops them all
Saturday, March 20, 2010

The TV commercials during last Sunday’s Pacquiao-Clottey fight proved more interesting than the fight itself. There were a lot of advertising campaigns that were launched, including new political ads that were well strategized, their executions sizzling with creativity.

In the Lenten recollection that I attended yesterday, the priest lauded the way Pacquiao’s fights had increasingly galvanized family togetherness. The streets were veritably empty, since families, rich and poor, young and old, stayed home on a Sunday to witness the drama and enjoy together the victories of the country’s legendary sports hero.

You could see from the hodgepodge of last Sunday’s sponsors that indeed, all sorts of people were tuned in. The media independent specialists will trumpet that it was definitely a great media buy, whether you want to talk of gross rating points or even target rating points.

There were of course numerous commercials that boasted of Pacquiao himself as their endorser. My favorite ”Isang Platitong Mani” iconic revival dominated the San Miguel commercials. Newest among the Unilever commercials was the Rexona commercial where Pacquiao credibly dramatized his sweating in the ring that is ”definitely a no-no outside of the ring.” There was even a commercial for hog feed evidently targeted to the multitude of pig-growers all over the country.

What stood above the seemingly endless TV ads for me, however, was the 45-seconder no-nonsense Panatang Makabayan (Pledge of Allegiance) commercial of LBC. Advertising agency ASPAC wisely recommended the use of the original version of the Panatang Makabayan ”since this was more familiar to our target market. This is why the material begins with supers that say ”Ang orihinal na Panatang Makabayan.”

Spot on. All of a sudden, I recalled my beautiful schooldays at Maryknoll College as our Tagalog teacher, Mrs. Matilde Franco, daily handheld us through the oath of loyalty and dedication to the motherland. Real tug at the heart. The material rekindles our own love for country, setting on fire our nationalism during these times when we need it most.

Director Yam Laranas, whose latest documentary for National Geographic has won an Anvil Award of Merit, expressed his satisfaction over this directorial job shot in various locations in nearby provinces. He was particularly proud of shooting the mountains of nearby Tanay to approximate the Mountain Provinces. He also described recreating the Ondoy devastation using real-life Marines still on active duty.

ASPAC’s Rey Leuterio revealed that all of the actors were ordinary people, LBC staff playing LBC staffers. Director Yam said he had these ordinary people ”say it like you were promising something, keeping it as real and sincere as possible. The cast were all first-timers, in their own world of being a family man, or a farmer or an OFW.”

What was amazing was that the LBC clients themselves did not want the LBC brand spread out within the commercial. Hence, the bookend, very soft-sell approach. Leuterio explained that the material is LBC’s way of renewing its commitment to the public it has been serving all over the world for the past 60 years. Take a deep bow, LBC, ASPAC and Unitel. Good collaborative work.

Credits. Client-company, LBC Incorporated: Javy Mantecon, VP marketing; Kay Alcantara, marketing head. Advertising agency, ASPAC/LAW. Creatives: Ana Perez, executive Creative Director; Boni Santos, Creative Director; KC Bathan, writer; Avery Alina, Art Director. Account management: Rissa De Guzman, AVP Account Management; Pao Soliven, Senior Account Manager. Strategic planning: Rey Leuterio, Senior Brand Planner. Producer: Jeric Mariano. Production house: Unitel. Post production house: Underground Logic. Director and DOP: Yam Laranas; production designer, Butch Garcia; executive producer: Wendy Rivera-Campos.

E-mail the author at nanettediyco@yahoo.com

http://www.bworldonline.com/main/content.php?id=7949
 
 
 
 
Other News
Track your Remittances Online!
Tuesday, February 01, 2011
LBC Taiwan - Call Our New Hotline Number
Wednesday, June 16, 2010
LBC Middle East - Social Responsibility
Tuesday, June 08, 2010
LBC GIVES BACK
Thursday, March 25, 2010
LBC in Wowowee!
Thursday, March 25, 2010
Customizing Call Center Numbers
Monday, March 15, 2010
Paquiao-Clottey “The Event” Free Screening
Friday, March 12, 2010
LBC Antipolo Church Opens
Tuesday, March 02, 2010
LBC Opens 810th Branch in the Philippines
Friday, February 19, 2010
Ribbon Cutting Ceremony for the new Concord
Tuesday, February 02, 2010
LBC OPENS NEW BRANCH IN CONCORD, CALIF.
Tuesday, February 02, 2010
Going Green: LBC Embarks on Green Initiatives
Wednesday, January 06, 2010
LBC San Nicholas branch in Robinsons Mall Opens December 3, 2009
Monday, December 07, 2009
Pera-Padala Door-to-Door Delivery Makes it Easier for Customers to Send and Receive Money
Tuesday, November 24, 2009
SEND GOODS DONATIONS FOR TYPHOON ONDOY VICTIMS TO LBC USA BRANCHES - FREE OF CHARGE
Monday, October 05, 2009
SEND CASH DONATIONS FOR TYPHOON ONDOY VICTIMS
For the benefit of Sagip Kapamilya Project of ABS-CBN Foundation
Monday, October 05, 2009
LBC HARI NG PADALA FOUNDATION IS NOW ACCEPTING DONATIONS TO HELP VICTIMS OF TYPHOON ONDOY
Thursday, October 01, 2009
LBC extends business hours of branches across the U.S. IPP now has nationwide coverage
Tuesday, September 01, 2009
LBC Hongkong soars high
Wednesday, July 01, 2009
$2 remittance fee promo, extended!
Wednesday, July 01, 2009
Independence Day Celebration
Monday, June 01, 2009
LBC USA Now Offers Instant Peso Padala
Friday, May 01, 2009
LBC Brings “Side A” Band to Singapore
Wednesday, April 01, 2009
Expanding the Corporate Accounts Segment
Sunday, February 01, 2009
LBC’s Lowest Price Ever
Sunday, February 01, 2009
Getting Passports and Government-issued Documents
Thursday, January 01, 2009
LBC Dubai joins Wowowee Celebration!
Thursday, January 01, 2009
 
 
LBC GLOBAL NEWS
  • Track your Remittances Online!
    Tuesday, February 01, 2011
    read more...
  • LBC Taiwan - Call Our New Hotline Number
    Wednesday, June 16, 2010
    read more...
  • LBC Middle East - Social Responsibility
    Tuesday, June 08, 2010
    read more...
  • LBC GIVES BACK
    Thursday, March 25, 2010
    read more...
  • LBC in Wowowee!
    Thursday, March 25, 2010
    read more...
  • LBC’s Panata tops them all
    Saturday, March 20, 2010
    read more...
  • Customizing Call Center Numbers
    Monday, March 15, 2010
    read more...
  • Paquiao-Clottey “The Event” Free Screening
    Friday, March 12, 2010
    read more...
  • LBC Antipolo Church Opens
    Tuesday, March 02, 2010
    read more...
  • LBC Opens 810th Branch in the Philippines
    Friday, February 19, 2010
    read more...
  • Ribbon Cutting Ceremony for the new Concord
    Tuesday, February 02, 2010
    read more...
  • LBC OPENS NEW BRANCH IN CONCORD, CALIF.
    Tuesday, February 02, 2010
    read more...
  • Going Green: LBC Embarks on Green Initiatives
    Wednesday, January 06, 2010
    read more...
  • LBC San Nicholas branch in Robinsons Mall Opens December 3, 2009
    Monday, December 07, 2009
    read more...
  • Pera-Padala Door-to-Door Delivery Makes it Easier for Customers to Send and Receive Money
    Tuesday, November 24, 2009
    read more...
  • SEND GOODS DONATIONS FOR TYPHOON ONDOY VICTIMS TO LBC USA BRANCHES - FREE OF CHARGE
    Monday, October 05, 2009
    read more...
  • SEND CASH DONATIONS FOR TYPHOON ONDOY VICTIMS
    For the benefit of Sagip Kapamilya Project of ABS-CBN Foundation
    Monday, October 05, 2009
    read more...
  • LBC HARI NG PADALA FOUNDATION IS NOW ACCEPTING DONATIONS TO HELP VICTIMS OF TYPHOON ONDOY
    Thursday, October 01, 2009
    read more...
  • LBC extends business hours of branches across the U.S. IPP now has nationwide coverage
    Tuesday, September 01, 2009
    read more...
  • LBC Hongkong soars high
    Wednesday, July 01, 2009
    read more...
  • $2 remittance fee promo, extended!
    Wednesday, July 01, 2009
    read more...
  • Independence Day Celebration
    Monday, June 01, 2009
    read more...
  • LBC USA Now Offers Instant Peso Padala
    Friday, May 01, 2009
    read more...
  • LBC Brings “Side A” Band to Singapore
    Wednesday, April 01, 2009
    read more...
  • Expanding the Corporate Accounts Segment
    Sunday, February 01, 2009
    read more...
  • LBC’s Lowest Price Ever
    Sunday, February 01, 2009
    read more...
  • Getting Passports and Government-issued Documents
    Thursday, January 01, 2009
    read more...
  • LBC Dubai joins Wowowee Celebration!
    Thursday, January 01, 2009
    read more...